SmartOven+ Cookbook
Print | Layout Design
THE ASK
The SmartOven+ Cookbook was the first project that myself and the new internal design team was given after joining Whirlpool in 2019. KitchenAid Majors was launching a new innovation to the latest wall oven, a stack of three oven attachments. Suggestions and recipes specific to these attachments were online but marketers felt they could be in-hand as well. The assignment was to create a custom SmartOven+ (aka Spice!) recipe book for a dual audience. This would be an external consumer facing giveaway as well as an internal thank you gift.
SOLUTION
With many concepts presented I was able to bring some specific aspects of the existing photography to life on the cover. The final touch of a recipe...some Spice!
With art direction and substrate consultation provided by Kelly Neill and Brian Ellis, the soft touch cover sets the scene with a silhouetted close up of a woman's hand seasoning salmon just before closing the oven door. Yum! The black gradient provides a soft transition to the title and back cover. The back of the book takes a serious tone with the close up profile view of the attachment stack and inspirational copy, provided by Emily Nickerson, highlighting the features of this recipe book that entices the maker within the reader. The body of the book is structured with a gradual introduction to each attachment and the delicious food photography to justify the results of this new innovation.
PROJECT MANDATORIES
• Utilizing 90 existing recipes and photography
• Pull look and feel from existing Spice creative
• Create two versions of the cover and intro - Internal: Use Spice! Name and recognizes cross-functional team efforts - Consumer-facing: use SmartOven+ and excite the consumer about the possibilities of making
• Recipe section should remain the same for both versions
• Size to be determined. Include standard recipe book functionality: table of contents, section dividers, index, etc..
• Must have premium look and feel while having the ability to lay flat when open for easy use and handling
Creative Teammates: Renee Mahoney (CD), Kelly Neill (Art Director), Devynn May (Graphic Designer), Emily Nickerson (Copy Writing), Brian Ellis (Pre-Press and Print Production/Vendor Relations)
SPICE! MITS AND MORE
The internal cover includes a swash of paprika or "Spice!" that has a shine and texture. This texture was accomplished with 3D Spot UV ink. This raised and reflective overlay contrasts beautifully with the muted look of matte lamination. Even the font of the name adds another level of texture that feels hand drawn.
I was able to vectorize this texture font and create a lockup above the SmartOven+ logo which would be carried through out further communications for this internal launch team company-wide. As a plus up to the internal gift we placed this book within a branded oven mitt and threw in a branded spice tin full of cajun seasonings! This flavor of spice was perfect for a launch team that brought the heat and powered through a prominent innovation for KA Majors. I take pride in this piece and the hard work our team put into it.
I was able to vectorize this texture font and create a lockup above the SmartOven+ logo which would be carried through out further communications for this internal launch team company-wide. As a plus up to the internal gift we placed this book within a branded oven mitt and threw in a branded spice tin full of cajun seasonings! This flavor of spice was perfect for a launch team that brought the heat and powered through a prominent innovation for KA Majors. I take pride in this piece and the hard work our team put into it.